What You Say Matters- Australian Human Rights Commission
The music track and video for ‘What you Say Matters’ was born out a great deal of feedback from school kids aged between 13 and 17 years. This research was initiated to gain a greater sense of this generation’s attitude towards racism in everyday situations.
Think Tank’s David Kelly and MediaRock’s Justin Mansour devised the concept for the video and sought to find a suitable artist to create the track. The guys became aware of local Sydney rap artist Brothablack through Think Tank’s Moe Issa, who had worked with him on a previous project. He was the perfect fit, working at Sydney’s James Meehan High School and therefore being involved every single day with teenage kids. Brothablack already had an intimate knowledge of the race related issues that young kids face, and his rap weaved the emotions, words and sentiments from the research with his own personal experiences and delivered the key message of “what you say matters”.
In terms of casting and crewing the shoot, we could not have gotten any luckier. ‘Mad Bastards’ director Brendan Fletcher came on board to direct. Brendan took the concept to a completely new level by providing his unique understanding of current racial issues and, in concert with acclaimed DOP Earle Dresner, crafted the cast performances and visual story with honesty and realism.
The cast came courtesy of James Meehan High School, hand picked by Brotha Black and Brendan Fletcher. They guys all gave beautiful performances on a very tight schedule. They learned the rap well enough to lip sync to the video and workshopped the drama pieces during rehearsals with the crew…all in less than a week. On the day every cast member brought their best performances and delivered an incredibly compelling and convincing performance.
David Kelly did the cut and the final mastering and mixing was done by Brendan O’brien. Check out the full video on our work page.